Free download – July 2025

Virtual streamer responsiveness and consumer purchase intention in live streaming commerce: Social presence as a mediator, Xiaoli Liu (Zhejiang University of Water Resources and Electric Power, and Zhejiang Gongshang University), Lei Zhang (China Jiliang University and China University of Mining and Technology), 2024, 52(11), e13708.

 

This study investigated how virtual streamer responsiveness affects consumers’ purchase intention through social presence in the context of live streaming commerce. We recruited 432 consumers who had watched virtual streamers in the context of live streaming commerce, and asked them to complete a survey assessing responsiveness, social presence, and purchase intention. Our findings demonstrated that virtual streamer responsiveness had a positive impact on consumers’ purchase intention in live streaming commerce, and that this relationship was mediated by social presence. We discuss the theoretical and practical implications of these results.